Australia – Herbal & natural supplements
Focus on weight management supplements and diet aids
Interest is increasing in supplements for weight and cholesterol management
Garcinia Cambogia, a natural source of hydroxycitric acid, claims to provide temporary feeling of fullness to suppress food cravings; both Sanofi (under Cenovis line) and Global Therapeu�cs (under Oriental Botanicals line) launched supplements with the ingredient in 2016
GO Healthy (Be�er Health Company), rolled out in Australia in 2018, also includes garcinia presenta�on in its weight management range
PharmaCare launched Bioglan Apple Cider Vinegar in 2017, posi�oned to help weight loss and cholesterol balance and also claimed to aid in some cases of diabetes; also fields a garcinia combina�on
Caruso’s range (Caruso’s Natural Health) extended with Green Tea extract in 2017, claimed to support energy produc�on and burn calories
SUP Fit (Liquefy Health) fat-‐burning and energy supplement rolled out in 2018, containing wide range of natural extracts including bi�er orange, ginseng and tea
Healthy Care, overall No.6 brand in Australian VMS, comprises diverse por�olio of niche supplements including weight management (via garcinia cambogia and forskolin supplements), bi�er melon for blood sugar control and green coffee bean supplement claimed to reduce food cravings, support metabolic health and support blood sugar levels
Marketer Nature’s Care was acquired in 2018 by state-‐backed Chinese consor�um, bringing improved presence in China
India – Tradi�onal diges�ve remedies
Zandu Pancharista grew modestly a�er advancing by 36% in 2016, driven by high level of retailer stocking
In bid to improve penetra�on and garner new consumers, marketer invests in frequent promo�on
Mid-‐2017 TV ads depicted man able to indulge in all his favourite foods as product acts on root cause of his indiges�on
Pudin Hara promoted at Nauchandi Mela in Meerut in May 2017, where large Pudin Hara bo�le was constructed
On-‐the-‐ground campaign designed to reinforce Pudin Hara’s efficacy at providing fast relief from stomach disorders took place over a week in June 2017
In U�ar Pradesh during a heatwave, sampling teams offered taster samples of Pudin Hara’s liquid presenta�on diluted in filtered chilled water
Brand $mn 17/16CAGR17/13
1 Hajmola(Dabur) 32.8 +13% +7%2 ZanduPancharishta(EmamiGroup) 25.9 +4% +39%3 Panchwati(PanchwatiPrayogshala) 8.7 -10% +2%4 PudinHara(Dabur) 8.7 +7% +8%5 Satmola(SSGPharma) 7.7 +12% +9%6 DaburLavanBhashkarchurn(Dabur) 2.4 -3% +8%7 Chamriarange(VaidyaNandramGigraj) 2.0 +6% +4%8 Miltona(MohanFoods) 1.6 -32% -7%9 Harde(HawabanHardeDepot) 1.5 +12% +12%
10 Hingoli(Dabur) 1.5 -1% +2%Others 15.5 +4% +1%
Indialeadingtraditionaldigestiveremedies2017(MSP,$mn)
Giant Pudin Hara bo�le in Meerut 2017
Italy – Herbal & natural cough remedies
Grintuss promoted as “remedy for dry and wet cough”; dual posi�oning is clear point of difference to leading allopathic brand, Chiesi’s Fluibron (which has different presenta�ons for wet and dry cough)
Main ingredients honey and poliresin (resin, polysaccharide & flavonoid complex from grindelia, plantain & helichrysum)
Grintuss growing rapidly, with paediatric syrup accoun�ng for majority of sales; adult range extended with unidose orodispersible tablets in 2016
Informa�ve ads (see right) use scien�fic imagery to emphasise reliability and efficacy of herbal formula
Trends & developments in herbal & natural cough remedies
• Strong growth for H&N brands since 2013, especially compared to stu�ering performance of allopathic cough remedies (H&N share of sales grew from 18% in 2013 to 24% in 2017)
• Growing consumer demand for natural ingredients as perceived to be safer than conven�onal allopathic op�ons
• Wide range of natural op�ons available, with products such as Grintuss differen�ated by general-‐purpose posi�onings
• Sanofi (and previously BI) sees strong poten�al in category, launching several herbal & natural line extensions to tradi�onal allopathic brands
33.3
38.2 (+14.8%)
42.5 (+11.2%)
47.3 (+11.4%)
48.2 (+2.0%)
156.5
149.7 (-‐4.3%)
163.4 (+9.1%)
155.9 (-‐4.6%)
155.6 (-‐0.2%)
2013 2014 2015 2016 2017
H&N Non H&N
203.8 (+0.3%)
203.2 (-‐1.3%)
205.9 (+9.5%)
188.0 (-‐1.0%)
189.8
Italy cough remedies herbals & naturals vs non-‐H&N sales 2013-‐17 (MSP, $mn)